Slideshow about The Power of Direct Mail by Table19
As customers face email fatigue and the novelty wears off banner advertising, direct mail is
again outperforming digital. Direct mail delivers an average £3.22 return on investment
compared with online’s £3.12 for every £1 spent*.
Source: Go-On UK, November 2012/TGI Q3 2013
EMS Deep Dive, from Ipsos, Sept 2013
Direct Mail %
Gives me better impression of the company
More professional means of communication
Easy to take in the information
Likely to really grab my attention
I’m likely to spend a lot of time reading it
It makes me feel more valued
I am more likely to do something as a result
Appropriate if I’m not already a customer
Better for sending reminders
I enjoy receiving and reading it
More appropriate if a customer already
Easy to file so I can go back to it later
Better for confirmation/follow-up messages
Easier to respond to
Better at communicating brief messages
Better for the environment
Source: July 2011 MMC
Creative Directors are a tough “target audience”. Kontor records and Ogilvy Germany came up with a lovely idea to promote Boris Dlugosch’s new single to the advertising industry.
Boundaries between physical DM and digital are becoming blurred. People expect, and demand, the ease and interactivity of the digital, along with the more sensory and tangible aspects of the physical
Deep & ‘hidden’ content gets people more intrigued, can generate more engagement & response
Fresh Routes. Fresh Powder. Augmented Reality DM for Monarch -1st UK airline to use Blippar augmented reality in an interactive DM pack with ski tips, resort facts & more.
QR codes create a hassle free, seamless journey from offline to online
AA and Vision Express have both incorporated digital CTA’s in their BAU communication as they find it an easy and effective way to get people to do something.